Consumers are often described as unpredictable, constantly changing, or impossible to pin down.
Our latest pulse survey suggests something a little more grounded than that.
We asked UK consumers what actually matters when choosing brands, from value and quality to ethics, sustainability and customer experience. The results reveal a more layered picture of decision-making, where fundamentals still carry weight, and broader brand signals tend to build around them.
There’s no shortage of assumptions about modern consumer behaviour. Some say people are driven by values above all else. Others point to price pressure, convenience or loyalty decline.
So we asked consumers directly.
Using our 260k strong panel, we explored how people prioritise different factors when choosing brands, including value for money, product quality, customer service, sustainability, ethics, digital experiences and more.
The result is a practical snapshot of how consumers are weighing decisions in real life, and what that might mean for brands, researchers and insight teams trying to stay close to changing expectations.
Whether you want the headline takeaways or the full picture, we’ve pulled both together for you.
A snapshot of the key findings from the survey, including the biggest drivers of brand choice and the trends that stood out most.
A deeper dive into the findings, including consumer priorities, generational differences, brand perception and what the results might mean for insight and marketing teams.
